We don’t care! A phrase that expresses an eccentric, daring and out of the rules personality, gave rise to the creation of Xelat's branding. A new brand of ice cream that wanted to demonstrate all its experience in the manufacture of artisan ice cream, while leaving the traditional and comfortable sector. A goal that was achieved with forceful colour contrasts, impressive lettering and custom illustrations, especially to bring to life Xelat's mascot, his beloved Xehuahua.